The primary goal of a pharmaceutical brand was to understand if their new advert could create an engaging storytelling that immediately links to the brand. How did the TV advertising affect feelings and emotions and did it communicate the brand’s values consistently?

We analysed several creative proposals through a monadic test of the rational and emotional KPIs to identify the emotional engagement consumers had with each version of the ad. We first conducted an extensive phase that, with the support of neuroscience tools such as head pose and face reader technology. We then  provided an initial screening of the most effective versions compared to market benchmarks and identified areas for optimisation. In the next phase, focus groups thoroughly explored the ads and selected the most performing advert, offering insights for further fine-tuning to enhance its effectiveness.

The key to reach consumers and become memorable is to create a strong link between the advert and the brand through storytelling that blends modernity and originality, emotional engagement, while also highlighting the brand’s expertise conveyed through the key features of its products.